This critical paper investigates one influential post-millennial initiative -- the Daily Mile programme -- which is designed to promote the multifarious lifelong enhancing benefits of running-based experiences. A textually orientated discourse analysis of the language used in media, policy and research-related documentary sources of evidence are used to critically review the role stakeholders, academics, researchers, civil servants and key individuals played in the development of the Daily Mile programme. Analysis revealed that the Daily Mile is experiencing some difficulty in being in control of its position and development due to the complex influences of multiple stakeholders. In this light, it is recommended that future research studies of the Daily Mile programme need to have the capacity to report their findings in a context where the full range of evidence are presented and where new findings are not re-contextualised and re-positioned in order to satisfy either the research funders' or the views of politicians associated with the policy making process.